Information technology capabilities and Their Role in Enhancing sustainable Interactive Marketing - An analytical study in Asiacell Company

Abstract

The study was conducted to find out the role of IT capabilities in enhancing sustainable interactive marketing as well as its practical side. The study reached the impact of information technology capabilities, which are infrastructure capabilities, human resources capabilities, and finally information technology management capabilities, and their reflection on sustainable interactive marketing in its dimensions of sustainable trust, sustainable commitment, sustainable interaction, and sustainable service quality. Sustainable interactive marketing is one of the methods that enable organizations to better meet the needs and desires of their customers. The study community (130) of Asiacell Communications Company employees in Nineveh Governorate and a sample of 110 electronic questionnaires were identified to be analyzed using the SPSS program. The study reached a number of conclusions, the most important of which is matching the study model with the hypothetical model. The results of the correlation analysis showed a direct and significant correlation between information technology capabilities and sustainable interactive marketing at the overall level in the company under study, which confirms that the increase in the levels of information technology capabilities provided by the company will be met with a noticeable improvement in the levels of enhancing sustainable interactive marketing in the company. The results of the analysis of the impact relationships showed a direct and significant correlation of information technology capabilities in sustainable interactive marketing at the overall level in the company under study, which confirms that the increase in the levels of availability of the dimensions of capabilities Information technology in the company under study will be met with fruitful marketing success for the company in the labor market.